How to sell financial products and services to women
Change isn’t just on the horizon; it’s already here. If you’re a financial advertiser, women’s financial lives are worth your time and energy. Know them, sell to them.
Younger women are more likely to have positive brand perceptions. Here’s why:
Age is not just a number. It’s a guiding light for smart brands that sell products and services to women. But if you limit your understanding to tired demographics you’ll be left wanting for conversions (and losing with women). It’s time we took a holistic look at age.
Harness women’s purchasing power and financial influence
Advertising’s biggest miss is failing to recognize the purchasing power of women. Here’s how you do it right.
600 women will tell you what they really want from brands and how to talk taboos
Advertising has failed to reach women since its inception. Call it stereotypes. Call it too few women steering the ship. But either way, women want you to call it like it is. Women are tired of brand silence on the issues that matter most. Our taboo research proves it.
Fancy releases results of new survey covering feminine taboos
We believe that for too long, the marketing world has ignored women’s lived experiences (and voices). Taboos exist to silence women, surrounding aspects of their lives with stigma and shame. It’s time women have space to say what they want. It’s time we get real and have the conversations women have been trying to have for their entire lives.
It’s not over.
Yesterday I wanted to celebrate the one day that the world pays a little more attention to women. I really did. But then I thought about how very far we have to go to achieve equality. And how despite some gains in some areas basic rights are being stripped from women. Around the world and here at home.
Working Works at Fancy
While on a panel at the Ad Age Small Agency Conference last month I was asked why Fancy was deliberately set up a bit differently from the typical agency model of FTEs, butts-in-seats, show-up-Sunday-or-don’t-bother-Monday.
Well, we’re building the agency we always wanted to work for but never could find.
Owning Up at the Small Agency Conference
Last week, I was part of a panel of women agency leaders who were discussing “Owning up: The rise of female leaders and how to make your workplace more equitable” at the Ad Age Small Agency Conference. We talked about why we started our agencies, what it means to be driving progress, uplifting equity, and creating the industry we know can change the world. It’s a conversation that doesn’t happen nearly often enough.
When it comes to health & wellness decisions, FemX marks the spot.
Fancy just partnered with Health Mavens on a new survey to dive into the what and why of how FemXers, women 40-60, make their health & wellness decisions.
New Work Alert: Marshall Plan for Moms Mother’s Day
Do you feel bad about doing simple things like going to work? Enjoying a night out? Having alone time in the bathroom? It could be Mom Guilt. Marshll Plan for Moms can help.
Mothers are more than moms, just ask one. We did (500 actually).
Motherhood isn’t everything. Even to moms. That was made clear in our survey when 9 out of 10 mothers said they wanted to be portrayed in roles other than mom. In no way does this diminish the role of motherhood in a person’s life. It can be defining. It can be exceptional. It can be transformative. It isn’t, however, everything. The pre-motherhood self does not simply evaporate, replaced by the selfless devotion to others and instant knowledge of laundry cycles, sheet pan dinners, and where the extra AA batteries are.
Marketers are more obsessed with our looks than we are
How much of our lives has been spent on living up to impossible beauty standards? Standards created by the media, the patriarchy, and yes, advertising. Global ad spend in the beauty category continues to grow, but who’s really paying attention? Who is absorbing the nonstop barrage of content messaging and predetermined ideals? Apparently not women over 40.
Shopping can change the sexual wellness conversation
News flash: Humans are sexual beings.
We have needs, wants, desires. We seek others to share experiences. And sometimes we bring products into the picture.
Women over 40 are different
A woman over 40 is anything but typical. So brands, when you’re considering broadening your focus to include her, be sure to really include who she actually is, how your brand can connect to what is important to her, and the kind of difference you can make for the life she’s living.
Want to reach women 40+?
It’s a fact that women over 40 are integral to the consumer economy. They’re heading households, buying for their families, often spending discretionary income on themselves. They’re loyal to their favorite brands and willing to try something new if there’s credible evidence to suggest it will solve a problem, or enhance an experience. But the question remains: how to connect with them in a way that’s interesting, relevant, and most importantly, motivating?
How Old is a mom?
When you picture a “mom” in your head is she 25? 35? How old are her kids? Newborn? Pre-schoolers? School-aged? Mothers in their 40s, never mind 50s, are largely left out of the motherhood conversation brands are having no matter how old their kids are.
Our Positive Purpose
At Fancy, we’re recommitting to the whole reason we’re in this game in the first place. The three leaders of Fancy came together because we knew the power of advertising to change the world. And we also knew that business as usual wasn’t going to change anything.
NEW WORK ALERT: Lion’s Den Holiday Vibes
Santa’s got a brand new bag, indeed.
Lion’s Den wishes happy holidays to all, and to all a good night!
ten years of thanks
We all know running a small business isn’t for the faint of heart. 20% fail in the first year, 50% but the fifth year, and at the 10-year mark, a milestone Fancy just reached, only 33% are still around.
And I’m so thankful.
10 Is A Magic Number
It seems like a day. And also like one million years. But one thing we know for certain is that Fancy’s ten trips around the track wouldn't have been near as fun or as thrilling without our Fancy family of clients, colleagues, and creative friends. Thank you all for inspiring us, pushing us, and most of all, for believing in us.